North American Business Press
Journal of Higher Education Theory and Practice
This study examines i) the effects of a client-sponsored project (CSP) on student attitudes toward a sponsoring client, ii) the effects of a CSP on student attitudes toward learning core marketing concepts, and iii) moderators of student attitudes toward learning core marketing concepts. Introductory marketing course students prepared marketing plans for a client-sponsor who awarded cash prizes. The CSP yielded i) positive student attitudes toward client sponsors and ii) beliefs that CSPs enhance learning of core marketing concepts and increase confidence in academic ability. Positive attitudes toward competition and instructor helpfulness strengthened student perceptions that the CSP enhanced learning.
Recommended CitationMcKay-Nesbitt, Jane and Zdravkovic, Srdan, "Student Attitudes Toward Client Sponsors and Learning: An Analysis of the Effects of Incorporating a Client Sponsored Project in an Introductory Marketing Course" (2013). Marketing Department Journal Articles. Paper 44.